First, the introduction

With the rapid development of the global economy, the luxury market has shown an increasingly strong trend, especially in recent years, China's luxury market, which has occupied a very important position in the world pattern. However, most of today's firstline luxury brands mainly from Europe and the United States, China's local fashion brands, although faster progress, but among the international line there is a big gap. This article through the international firstline luxury brand fortune process analysis, and then summed up its development experience and detours, and domestic fashion brands to compare the advantages and disadvantages, looking for domestic fashion brand "on the beach" of the road, as a luxury Brand, especially on the healthy development of domestic luxury brands to provide experience for reference.

Second, the international luxury consumer market status and characteristics of the analysis

1, the characteristics of market consumption analysis

1.1 China's luxury market, the main consumer groups

The first is wealth upstart. When China's economy in the manufacturing sector under the leadership of the rapid development of China's first generation of rich, most of them are companies, business decisionmakers or owners, such consumer groups for luxury consumption mostly as "show off Sexual consumption ", they accumulate wealth at the same time also in the luxury consumption, on the one hand is to show their economic strength and social status; the other is through the show off consumption to create and maintain the relationship between personal survival and development The internet. In fact, such consumers are mostly in the symbolic characteristics of luxury goods to pay, but the symbol of luxury goods is often characterized by luxury brands unique LOGO reflected, even if they do not understand the brand LOGO behind the brand Culture, but it is aimed at this conspicuous consumption, LOGO happens to be their "show off" the symbol, this symbol is the status and status of the symbol.

Followed by the new darling of fashion. Social "gold collar" crowd, they have received a lot of good education, as the enterprise, the company's senior management positions, is the elite of this society, so there is a huge salary, and most of the multinational companies work on the international The trend is also a lot of understanding, but they will not follow the fashion trend blindly, but more attention to the brand, quality and grade. According to them, the connotation of luxury is not just a symbol of identity, but also the external manifestation of personal taste, is a way to highlight the personality, luxury brand men's bag is not just a symbol, they are more Value is often the history of the brand, the brand's style is consistent with personal temperament, and its elegant design, exquisite workmanship and so on.

The third is the community of whitecollar workers. "White collar" refers to those who do not pay less than 5,000 yuan of mental workers, luxury consumption mostly more than their actual ability to pay, and therefore led to the "moonlight family", "negative assets of a family" appears. From the motive of social consumption, China's whitecollar luxury consumption is more important to the value of luxury goods, the main motivation is to "show off" and "herd." Conspicuous motives here are more manifestations of the recognition of each other, the establishment of identity expression of a way; from the motives are mainly manifested as do not want to be a social group alienated, with the help of luxury goods on behalf of the grade, so each other Recognition, mutual appreciation, and then do not feel lonely, get the need for a sense of security. In today's society, China's whitecollar workers are increasingly concerned about the personal consumption motive, that is, selfenjoyment, exquisite quality and selfgift, they are mostly familiar with the luxury brand behind the growth process, understand the charm of the brand, accurate and unique, Able to pick out in a very short period of time the most costeffective and most suitable for their own temperament products.

Finally is still cool new family. China's 20yearold singlegeneration generation, they are filled with a variety of world famous brand bags, and many people have begun to use luxury goods. And they also represent a market opportunity, that is, after they step in the workplace, to maintain the pursuit of high quality of life. This type of consumer group has two notable features: cool and with a clear individualism brand.

1.2 Characteristics of consumer behavior

In recent years, China's luxury consumer market, the scale of the expansion of the momentum is very rapid, and the emergence of business and personal gifts of the rapid growth of the category and the national consumption was significantly greater than the domestic consumption of the phenomenon. According to Bain's survey, China's luxury consumer market scale in 2013, a comprehensive rapid acceleration, the annual market size reached 185.1 billion yuan, especially as a business and personal gifts gifts preferred bags and watch the rapid growth momentum. Luggage in the 2013 to 2014 two years of compound growth rate of 30%, watch category was 45%. Deutsche Bank of Germany on the global luxury goods market share in accordance with the target area and nationality were divided, the study found that China's luxury consumer market ratio rose from 7% in 2004 to 28% in 2014, the growth momentum is more robust Is the consumption of luxury goods in China's total luxury consumption ratio, from 4% in 2000 rose to 37% in 2014.

China's economy in the continuous development and changes, people's ideas, social structure and social system environment has undergone tremendous changes, the public's consumer behavior and ideas have undergone tremendous changes, China as the world's major consumer goods market The status has been unable to shake. And foreign luxury goods market is different from China's luxury consumer main force appears to be more young. Ogut experts believe that precisely because of this group of consumers economic, age and social status of the characteristics presented, making them more likely to absorb the spread of luxury brand information, pay more attention to brand uniqueness and personalization. This vibrant main force is also leading the nowadays of China's luxury consumption from the "conspicuous" to "selfsatisfied type" of the transition, from the blind gradually mature.

With the major luxury brands in China to increase the intensity of publicity and consumer information access platform for the rapid expansion of the Chinese consumers for the luxury consumer concept is becoming more mature, elegant and refined life taste gradually replaced the pursuit of blindly follow the trend Imitation of irrational consumption. They gradually began to according to their own preferences "targeted", more inclined to choose their own style to match the luxury brand, and know how to luxury brands and ordinary brands clever combination, to form their own unique style.